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Milk price war intensifies as Morrisons cuts pint price to 24p

Morrisons is claiming it has the cheapest milk on the market after it reduced the price of 2 litres of milk to 84p, equal to 24p a pint, undercutting its main rivals as the supermarket price war heats up.

Waitrose yesterday said members of its myWaitrose loyalty scheme would also be able to buy 4 pints for £1, although regular shoppers would still be charged £1.39. The supermarket says that more than two-thirds (68 per cent) of customers use its loyalty programme.

However, the focus on milk has caused concern among dairy farmers worried that the price war could affect the amount they are paid for milk. Morrisons says its price cut will be funded entirely by the supermarket, while Tesco took out print ads to assuage farmers’ concerns, alongside a campaign promoting its new price.

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